We talk misleading metrics with Mike Menkes of Analytic Partners, NY
In this episode, we talk about the two major buckets of metrics - exposure and impact - and how they're being potentially misused and misunderstood.
Aug 19, 2023•36 min
On Strategy Showcase
Where marketers tell the stories behind the strategies that led to amazing campaigns.
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Episodes
How Kobo is challenging Amazon in the e-reader space
Canadian brand Kobo is using the popularity of guilty pleasure titles to carve out a unique space with women for its Kobo-plus e-reader subscription. We're joined by Lindsay Gray of Rakuten Kobo and Shari Walczak of The Garden, Toronto, Canada.
Aug 12, 2023•32 min
The story behind Domino's Pizza's digital innovation strategy
We hear the stories behind Emoji Ordering, Zero Click Ordering, Carryout Tips and their collaboration with Stranger Things, Season 4. We're joined by CCO, Matt Talbot and Strategy Lead, Alex Guerri, both of WorkInProgress, Boulder, Colorado.
Aug 06, 2023•48 min
How Tyrrells used brand to justify a 29% price increase in a highly sensitive segment
The instinct when trying to justify a price increase is to lean on rational factors: quality, value, distinct features. Tyyrells suggests the opposite. It demonstrates how a characterful brand backed by sufficient marketing spend can achieve the same goal, but profitably. I'm joined by Dan Hulse, CSO at St. Lukes, London.
Jul 29, 2023•39 min
How Ogilvy's "bystander" strategy impacts violence against women
Ogilvy London's powerful "Have a Word" campaign, short listed for an APG Award this year, peels back the male psyche to map out a new territory in violence prevention. We're joined by Behavioral Strategist, Tara Austin and Planning Director, Bianca Novaes.
Jul 18, 2023•41 min
Nonfiction Research aren't for everyone, but they should be
Getting to useful, inspiring answers is their promise, but how they get there is up to them alone. We get beyond the superficial with Nonfiction's Lindsey Wehking and Gunny Scarfo.
Jul 08, 2023•42 min
The story behind Truth’s Grand Effie winning anti-vaping campaign
After years of successful anti-smoking campaigns, vaping emerged at the next threat to young Americans. We're joined by RG Logan, SVP Brand Marketing at Truth and Ryan McDaid, Head of Strategy at Mojo Supermarket in Brooklyn.
Jul 01, 2023•40 min
Turning the behavioral sciences inward to address our industry's cultural disconnects
In our final "Outside In Thinking" episode, Ian Murray and Andrew Tenzer of Burst Your Bubble suggest turning our outward facing tools inward to address our cultural and professional disconnects. This series sponsored by The Planning Department.
Jun 26, 2023•48 min
Craig & Bridget talk honestly about leaving AMV BBDO and the freedom offered by smaller brands
Recent Co-CSOs of AMV BBDO, Craig Mawdsley and Bridget Angear worked on some of the best campaigns, both strategically and creatively. We talk about why they left, about their ambitions for Craig+Bridget, and the freedom they’re experiencing working on both large and small brands.
Jun 18, 2023•48 min
Kantar's Modern Marketing Dilemmas Report with Mary Kyriakidi
There are many credible marketing effectiveness voices that often disagree with each other. Mary's latest report brings those opinions together and adds the Kantar perspective. This episode sponsored by the Master of Advertising Effectiveness Program. MAE.academy.
Jun 11, 2023•25 min
Helen Edwards on why tomorrow's growth will come from the fringes
Ep#3 in our Outside-In Thinking series, Helen Edwards (columnist, author, prof) describes how fringe behaviors mainstream. We talk about what they are, how to discover them in your category and the audiences most likely to ignite them. This series is sponsored by The Planning Department.
Jun 04, 2023•49 min
Pabst Blue Ribbon (PBR) beer and the limits of hipster culture
PBR earned subculture status in hipster/dive bars, but that status began to limit growth with its "we’re for the cool kids” vibe. This is the story behind the brand's response. We're joined by Lauren Sooudi and Rob Scherzer of DNA Seattle.
May 28, 2023•42 min
Living outside the bubble with The Northern Planner, Andrew Hovells
Ep#2 in our Outside-In Thinking series features Andrew Hovells. We talk about his decision to live outside the bubble of London in order to regain perspective. Thanks to The Planning Department for sponsoring this series.
May 20, 2023•40 min
The story behind Hanes' Make Yourself Comfortable platform
The basics apparel brand shares how it is elevating its "comfort" equity from functional benefit to cultural relevance. We're joined by CSO, Elizabeth Paul and Associate CD, Rushil Nadkarni, both of The Martin Agency.
May 14, 2023•47 min
Steven Lacey on the dangers of fishbowl thinking
Ep#1 of our "Outside-In Thinking" series features Steven Lacey of The Outsiders, a cultural consultancy in London. He shares how our industry can break out of fishbowl thinking in order to deliver real value. This series sponsored by The Planning Department.
May 09, 2023•46 min
Partners Life. How embracing a taboo inspired a winning strategy
Most categories have them, the big, obvious taboos no one talks about, but everyone knows could be awesome. For Partners Life Insurance, it was death! And they did it in an amazingly unique way. Rory Gallery, CSO and Lisa Fedyszyn, ECD of Special Group in Auckland, talk us through the award winning Last Performance.
Apr 24, 2023•33 min
Tourism Australia's campaign is a lesson in distinctive brand assets
Ep#4 in our travel series features actors Rose Burn and Will Arnett in "Come Say G'day." It's a lesson in how to freshen brand codes without changing them. We're joined by CMO Susan Coghill and Executive Strategy Lead, Rob Dougan. Thanks to Kantar for sponsoring this series.
Apr 16, 2023•31 min
Blackstone. Why top CSOs are moving to the investment firm
First it was Droga5's Global CSO, Jonny Bauer, quickly followed by five CSOs from major creative agencies. So what's going on inside the ivory tower of investment banking in Midtown Manhattan? We talk with Tom Callard, former CSO at BBH and now Brand Transformation Lead at Blackstone.
Apr 08, 2023•31 min
Rob Campbell, Paula Bloodworth and Martin Weigel interview me
Martin Weigel, incoming CS0 at AMV BBDO, Paula Bloodworth, Head of International Strategy at Uncommon, and Rob Campbell, CS0 at Colenso BBDO called and wanted to chat. This is what happened.
Apr 03, 2023•53 min
United Airlines campaign to attract younger travelers
Ep#3 in our Travel Series, United Airlines aligns with the stated beliefs of younger travelers through an ESG campaign that showcases its intentions and people. Thanks to Kantar for sponsoring this series.
Mar 25, 2023•44 min
Expedia’s shift from travel to the traveler
Ep# 2 in our “Best of Travel” series is Expedia's "Made to Travel" and its shift away from marketing destinations and deals to marketing the moments and feelings that great travel makes possible. Thanks to Kantar for sponsoring this series.
Mar 11, 2023•46 min
Icelandic Tourism's enhanced reality "without silly headsets”
Ep#1 in our Travel Series. Leverage distinctive features in distinctive, humorous ways. Having to experience our world in virtual ways led to a craving for reality. And Iceland offers stunning, natural reality in spades, without silly headsets. We talk with SS+K, NY and Visit Iceland. Thanks to Kantar for supporting this series.
Mar 04, 2023•47 min
A strategist talks with Byron Sharp
Byron is the author of How Brands Grow and Director of The Ehrenberg-Bass Institute for Marketing Sciences. Some refer to him as the dark lord of effectiveness. He’s blunt and unapologetic. And I like that about him. He lives in a black and white world, so no apologies to those who live in the gray.
Feb 25, 2023•47 min
The three key takeaways from our Planning for Effectiveness series
We wrap-up our Effective Outcomes series with a panel discussion. I'm joined by Elizabeth Paul, CSO at The Martin Agency, David Tiltman, SVP at WARC and author and strategist James Hurman. Thanks to WARC for sponsoring.
Feb 18, 2023•57 min
W+K’s Marcus Collins on culture's influence on what and why we buy
Marcus’ book demonstrates the risks of chasing product-based value propositions and losing sight of how much influence culture and identity have on our purchase decisions. Identity in terms of how we signal who we are or how we want others to think of us. From the clothes we wear to the cars we drive, to where we live, to what we eat. All are signals of implied membership, status, attitude or aspiration. And none are rational decisions.
Feb 12, 2023•48 min
Finish Detergent on social responsibility done right
With its goal of "Easing the Burden of Dishwashing," Finish detergent in Istanbul moved from fifth to first in part through its "Skip the Rinse" brand platform and its Glasses of Drought/Water Index initiatives. We talk about all three.
Feb 05, 2023•38 min
Why McD's "Raise your Arches" set the industry ablaze and where the idea came from
There was no product shots, no consumption occasion, no restaurant shown. No "ba da ba ba baa." And the industry went nuts. We hear the story behind the work and the ethnography research that fueled it, from Tom Sussman, Head of Strategy and Joe Beveridge, Planning Director, of Leo Burnett, London.
Jan 29, 2023•47 min
How Folgers coffee is repositioning the brand
From moving beyond the morning occasion to a focus on quality, Folgers coffee wants to win over younger drinkers.
Jan 22, 2023•31 min
How Shake Shack's strategy elevated "quality" beyond the obvious
When the QSR brand asked for a focus on quality, Preacher's Head of Strategy Marika Wiggan and Founder Seth Gaffney found a way to reframe it... For What it's Worth.
Jan 14, 2023•36 min
Why Edelman thinks "Trust" should be the ultimate metric
It started with a dinner conversation. That led to Edelman's Tom Hehir, EVP, Head of Strategy, joining me to chat about trust as a strategic goal and why Edelman feels it should be the ultimate metric.
Jan 08, 2023•36 min
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